Condé Nast Buys Pitchfork Media to Expand Digital Propertiesby
Music site gives publisher coveted 18-to-25 male demographic
Pitchfork.com boasts six million unique monthly users
Condé Nast Inc., the publisher of Vogue, Vanity Fair and the New Yorker, has acquired Pitchfork Media, Inc., which owns a popular music website that appeals to millennial male readers coveted by advertisers.
The company announced the deal in a statement Tuesday. Terms weren’t disclosed.
The acquisition of Pitchfork expands Condé Nast’s network of digital-media properties with a website known for bringing indie-rock journalism to a young audience. Pitchfork.com attracts more than six million monthly users, mostly 18-to-25 year-old males, according to its website.
Condé Nast, the closely held media giant that also publishes Glamour and Wired, has increased its digital audience from 17.2 million to more than 84 million monthly users in the past five years, the company said in the statement.
“Pitchfork is a distinguished digital property that brings a strong editorial voice, an enthusiastic and young audience, a growing video platform and a thriving events business,” said Condé Nast President and Chief Executive Officer Bob Sauerberg.
Fred Santarpia, chief digital officer of Condé Nast, will run Pitchfork Media, the company said.
In an effort to widen readership, Condé Nast in recent years has acquired Ars Technica, the technology news website, and Reddit, the top-ranked information-sharing and online-discussion site.
The publisher is a unit of Staten Island, New York-based Advance Publications Inc., controlled by the Newhouse family.